CRO (conversion-rate-optimization) is a great way to get the most out of your existing website traffic. It’s important to make it part of your paid search and SEO business to maximize the value of the traffic you’re already paying to acquire.
Information and data
For CROs to troubleshoot on-premises issues, they need data from which to create a / b test hypotheses. A lot of the useful data that a CRO team needs can be passed on by paid search and SEO traffic acquisition teams, whether they are in-agency or in-house.
If you’re trying to get the most out of your paid search and SEO investment, the teams or people managing that area of your strategy should help provide performance data, highlighting areas of concern. This data is useful for a CRO team to look into optimizing your website. This approach requires collaboration and communication between teams and individuals.
For example, your paid search manager knows there is a low converting page and tried to manage it using paid search techniques, but the needle does not move. If the information on this page can be passed to a CRO team, they can dig deeper and uncover key user issues and test different variations to improve the conversion rate. Paid Search Team Gets Improved Campaign, Everyone Wins.
So what data should paid research teams provide to a CRO team?
- The worst performing landing pages (no problem)
- Top Performing Landing Pages – Why Are These Pages Performing Well? Can something be replicated to help lower performing pages?
- Ad text used to land users – CROs should check this to make sure the path from click to landing is consistent
- Campaign Updates – If the test is in progress on landing pages, the type of traffic needs to be consistent for this test to be fair and accurate. Any change in traffic may affect results
- Top Spending Keywords – CROs can optimize a page better if they know user intent that can be derived from the keywords that users click.
- Bounce Rate – Which pages are not holding their traffic so well
- Where does the paid search traffic go on the site?
So what data should an SEO team provide to a CRO team?
- Top Ranked Keywords – This also helps CRO teams understand user intent, although it’s more difficult these days to know the precise landing page where organic traffic is coming in.
- Keywords increased in rank – If the ranking increases, the traffic to certain pages will increase, these pages must be optimized for the new traffic
- What types of sites refer traffic? – A CRO team can look at the types of sites referring traffic to create a picture of what users are looking for and whether the content can be adjusted to match
- Where is the SEO traffic going on the site?
This is really the key to successfully integrating CRO into your larger digital strategy. Because CRO is usually the last service to be undertaken to boost digital performance, it means a change. CRO affects all other services if you are testing on a website with all the traffic.
Imagine you have integrated teams and agencies, all working together effectively on your digital strategy and we introduce an element capable of modifying your website on the fly. If the tests are not communicated, it can be disruptive.
Communication is essential between departments and should be a two-way street. CROs need to know the performance and strategy of acquisition campaigns, acquisition teams need to know what tests are being done on the website and the results. You don’t want a scenario where an underperforming test negatively affects paid search performance and the paid search team makes changes to try to rectify that or cut spending.
One thing I have always found when CRO is undertaken for a business is that if something goes wrong somewhere the CRO test is immediately to blame.
« Oh, it must be an ab test running that’s causing the website problem / the performance slowdown / the reason it’s raining. »
It’s easy to see why the first thought of people is to blame the CRO for its ability to make on-site changes through software so quickly.
In my experience, about one in twenty times was an a / b test to blame.
A combined strategy
CRO can be the glue and the solution to successfully integrate all of your digital strategy elements so that they work more effectively into one. With a service that affects and depends on the performance of acquisition channels, good communication between these teams is a requirement, not an option. This can improve collaboration and communication between teams for the benefit of the overall strategy.
Want to know more?
Learn more about how to start CRO and how to manage its integration into your current strategy. Join CRO expert Rich Chapman for a webinar on Thursday January 21 covering all the points here and more. Register now using the form below:
Find out how to get more value using CRO from your current marketing campaigns
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